Brand Equity, Consumer Learning and Choice

摘要: The aim of this paper is to explore the links between brand equity, consumer learning and choice processes in general considering two recent trends market place: store brands Internet. We first review advances that have occurred equity research marketing past decade, with particular emphasis on integrating separate streams emanating from cognitive psychology information economics. Brand has generally been defined as incremental utility which a endows product, compared its non-branded counterpart. amplify definition: we propose be effect all aspects consumer's evaluation process. an agenda based amplified definition.